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Brilliant AdWords Features You Didn’t Know Existed

First, there is Google, the search engine that performs 3.5 billion searches every day. Then, there is AdWords, the advertising platform that can display ads on the first page of search results.

Advertisers can use both to their advantage. However, in a bid to catch the #1 spot on Google, many advertisers are missing the brilliant AdWords features that provide incredible opportunities to target potential customers.

And, the universally popular AdWords advertising platform is being changed every day to give advertisers more flexibility with their ads. So, read on to learn more about the features provided and how to use them:

1. Distribute Video Ads to Blogs

Video ads are played in YouTube before the start of a video. (Setting up video ads is the same as setting up text ads.) Google allows viewers to watch the first 5 seconds of an ad and then decide whether to watch the complete ad. If the viewer doesn’t like the ad, they can skip through it.

This is beneficial for advertisers as well. You pay Google only when a viewer chooses to view your ad. If they skip the ad, you don’t have to pay Google.

Of course, this can be disappointing for advertisers who have an amazing offer they want viewers to see. Sometimes you really want people to look through more than just 5 seconds.

The cool thing is, this is possible! Your video ads can appear on blogs, online newspapers, video sites, etc. In short, your AdWords ad can reach a user who is not even watching a video. As long as your ads are configured to display on the Google Display Network, you can reach people on over a million websites.

Also, you can narrow down your target audience through demographics, specific kinds of websites, interests, keywords, remarketing, etc. This gives you more control over where your ads are placed. You can choose which platform is the most profitable one for you.

Wherever you wish to display your video ads, be sure to keep them short, crisp, and to the point.

2. Get Your Overall Quality Score

Quality Score is a calculated number that determines your Ad Rank and Cost Per Click of each ad. It depends on your click-through rate, keyword relevancy, ad text relevancy, landing page quality, and your overall AdWords account performance.

Quality Score is the single most important element that influences cost and effectiveness of your paid search campaigns.


Keyword Level Quality Score is the one most of us are aware of, as it is displayed in our AdWords accounts. This is calculated through search queries that match our keywords.

However, Keyword Level Quality Scores don’t give you a clear picture of the performance of your entire account. It’s like getting individual grades for your university courses, but not knowing your average cumulative grade.

Well, there is a way to view your Account Level Quality Score! Though Google doesn’t advertise this openly, you can follow the steps in this article to help you.

At first glance, this might seem technical, but it really isn’t if you carefully follow all the steps. This is definitely something you should be using to see how your changes positively or negatively affect your account’s Quality Score.

3. Find Your Competitors

Knowing your competition is one of the most important aspects of a successful business. You have to know what they’re doing that’s working and what they’re doing that’s not working, so you can learn from their successes and failures. Google understands this and helps you find your Google search competitors.

You can check your competition at the keyword level, ad level, ad group level, and campaign level. The report that helps you do this is the Auction Insights Report. Here’s how to get it:

  1. Log in to your AdWords account
  2. Tick the keyword, ad group, or ad you would like to view this report for
  3. Click on the Details tab next to Edit and Bid strategy
  4. Click on Selected under Auction Insights
  5. Voila! Your report is displayed


This report is different for Search and Shopping campaigns in these ways:

  1. Auction Insights Report for Search campaigns provides 6 statistics: impression share, average position, overlap rate, position above rate, top of page rate, and outranking share. You can generate a report for one or more keywords, ad groups, or campaigns. You can further break down these reports by time and device.
  2. Auction Insights Report for Shopping campaigns provides 3 statistics: impression share, overlap rate, and outranking share. You can generate a report for one or more ad groups or campaigns. You can further break down these reports by time and device.

This report is brilliant in giving you an overall picture of how your ads compare with those of your competitors. Use this report and make wise changes in your ads.

4. Use the Display Ad Builder to Create Ads

You know that Image Ads work the best and have the best conversions. However, you don’t know how to create them! No worries! AdWords does it for you.

You can use the Display Ad Builder to create amazing animated ads within a few minutes without any knowledge of sophisticated design software. AdWords scans your site for imagery, and uses previous text you used, to create Image Ads for you. And, all of these are editable, too!

Here’s how to use the Display Ad Builder:

  1. Log in to your AdWords account
  2. Click on your desired ad group and click on +Ad and select Image Ad


  1. Select the link you want to promote with the ad, and click on Create Ad


  1. The tool scans the link and creates an ad based on images and previous copy from text ads.
  2. Image ads have different sizes. You can click on “See All Variations” to see how your ad looks on different dimensions
  3. You can click on Edit on the tile to edit the image, text, and link
  4. Since these ads are auto-created, make sure they look good on all sizes
  5. Click on Save

Below is a snapshot of impression share on different Image Ad specifications (Courtesy: Wordstream) to help you decide what you should focus on more.


If you still haven’t used this feature, make sure you do, so that you can enjoy all the benefits.

5. Include Extensions in Your Ads

This is seriously the most valuable, yet the most underused, feature of Google AdWords! You can use all kinds of extensions in your ads. They provide you more space to display your USP’s and eventually lead to more click-throughs and conversions. Here are the major types of ad extensions to consider:

Sitelink Extension

This extension gives you more space to promote any other areas of your site along with your regular text ad. For example, if you are a car dealership, you can use this space to promote New Car Specials and Used Car Specials and provide a link to the same. Sitelink extensions allow you to include additional links in your standard text ad.


Click to Call Extension

This extension gives you a space to display your number along with your text ad. Audiences who are looking for you through their smartphones can call you directly from their phones.


Location extension

Similar to the click to call extension, this allows you to display your business address. When a user taps on your address on a mobile device, it opens up the relevant location app and gives a quick view of where you are located.


Callout extension

These let you add additional text below your text ads. Unlike sitelink extensions, they are one-liners and are not clickable. Use them to promote any offering: timed, seasonal, or year-round! They are brief and succinct and give viewers more than what they are looking for.


App extension

Lets you add a link to your downloadable app.


Reviews Extension

Lets you showcase positive reviews along with your text ad.


In conclusion, your goal with AdWords advertising should be an optimal Cost Per Click resulting in high ROI. Use these features to be on top of your game and have an edge over your competition.

About the Author: Tania Hoque is a Digital Marketing Professional who worked with Emirates Airlines in Dubai, UAE. She has vast experience in SEO, PPC, Website Development, and Social Media Management for corporations.

  1. A thorough and to-the-point article about AdWords mechanism with intensive tempo. Definitely, both corporate advertisers and researchers would find this article beneficial.


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